Research Paper on:
Globalization, Standardization, and Theodore Levitt

Unformatted Sample Text from the Research Paper:
recognized as being one of the most visionary of all pre-globalization theorists, in large part because of his 1960 publication of "Marketing Myopia" in which he discounted any reality of  a "growth" industry. That article is the origin of the now-standard question, "What business are we in?" that all focused, planned organizations are charged with regularly asking themselves in  order to stay on track with defined strategy and vision. Levitt further announced in 1973 that "the modern global corporation ... will seek  to force suitably standardised products and practices on the entire globe." The purpose here is to critically assess that statement. Management  Theory Management fads come and go, and one of the latest is that of the need for innovation within the organization. James  Champy instituted an entirely new vision of the need for change when he advocated ongoing but controlled chaos as being beneficial. When he advocated drastic and sudden change in  Reengineering the Organization, he also advocated doing things in ways different than had been used before to achieve desired business outcomes. Peter Drucker has advocated the worth of innovation  for decades; Tom Peters and John Kao have supported the precepts of creativity. John Kao is certain that it is necessary to understand  the nature of creativity in order to understand the overall concept of entrepreneurship: Central to the entrepreneurs role is the constant desire to create something; a new organisation, new  insights into the market, new corporate values, new manufacturing processes, new products or services, new ways of managing. Creativity is an important source of competitive strength for all organisations